Headed by Frederic Corvez, Urban Factory is producing, along with Argentina’s Magoya Films and Werner Cine and Brazil’s Ondina Films.

Screenplay is by Puenzo (“XXY,” “The Fish Child”), one of Argentina’s best-known directors abroad, and Sergio Bizzio, whose “Bomba,” produced by Puenzo, is one of the most eagerly anticipated titles at Ventana Sur’s Primer Corte pix-in-post section.

The fiction feature debut of Argentine doc director Molnar (“Un mundo alas”), “Showroom” has Peretti as a salesman of upper-class apartments who, pursuing his dream of social status and life in a respectable neighborhood, begins to live in his own showroom. This is an exact replica of the apartments he sells, except that nothing works.

Living in the “Showroom,” he looses contact with his wife and daughter, and reality at large.

“The film basically discusses human relationships. It talks about human beings and their difficulty to think about themselves, and about families that are torn

apart as a metaphor for society,” Molnar said.

Shooting August 2013, “Showroom” will have a first cut ready for December 2013’s Ventana Sur, he added.

“Showroom” was presented Friday at Ventana Sur’s Independent Film Project showcase, a screening of eight Argentine projects or productions. A directors’ assn., IFP groups many of Argentina’s younger helmers.